Zapier

The FullStory Zapier integration connects your digital experience data to many of the platforms you use every day, enriching your existing workflows with a renewed focus on the customer. Zapier is an easy-to-use platform that moves information between web apps so you can focus on your most important work. Here is a small sample of workflows that can be unlocked by the FullStory Zapier integration:

  • When a customer completes an order, make an entry in Google Sheets
  • When a note is created on a FullStory session that contains the text #bug, message the #bugs channel in Slack
  • When a customers submits an NPS survey of 6 or less, send an email to the customer support manager with a link to the FullStory session
  • When a customer completes a purchase greater than $10,000, fire a confetti cannon (why not)

This article will guide you through setting up the FullStory Zapier integration. At the bottom of this article, we’ll explore alternatives to the Zapier integration that achieve similar results.

Note: Some Zapier integrations and features (such as multi-step Zaps, featured below) require a paid Zapier account.

Setting up Zapier and FullStory

To begin, you’ll need a Zapier account and a FullStory account. The way Zapier works is that triggers from one app cause something to happen in a different app. In our case, the triggers will originate from FullStory and result in an action in an app of your choosing.

To get started, log in to your Zapier account. Click the black “+” button or “Create Zap” to begin creating a Zap. 

In the Zapier ecosystem, a "Zap" is an automation that connects two or more services together.

Creating Your First Zap

In this example, we’ll walk through each of the steps in detail to connect a FullStory custom event with a Google Sheet. You’ll have the option to choose between two standard trigger events:

  • Note Created
  • Custom Event

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The available triggers in the FullStory Zapier integration provide a subset of the triggers available in FullStory webhooks, with one additional limitation: while webhooks allow you to specify multiple triggers for a single webhook, the FullStory Zapier integration is limited to a single trigger per Zap.

In this example, we're going to choose Custom Event as our trigger.

To add your FullStory account to Zapier, you’ll need to obtain your API key from your FullStory account. Paste the API key into the pop-up dialog box in Zapier to authorize your account:

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Zapier will automatically determine the organization ID of the FullStory account associated with your API key, so if you have multiple FullStory accounts, you’ll be able to differentiate between them within Zapier.

The next option will be to customize the specific trigger that you chose. Because we're using Custom Event in this example, we'll need to select the specific event that will initiate the trigger.

Note: the custom event will already need to be present within FullStory in order for it to be available within Zapier.

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We're going to choose the "Order Completed" event for our example.

In the Find Data step, Zapier will pull in example data from your FullStory account, which will be used in subsequent steps when connected to another application.

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Take note:

  • Although the custom event name and property names will match what is in your FullStory account, the values will use test data.
  • Per FullStory's documentation for custom events, the payload will contain any validation errors encountered while processing any properties added to the custom event.
  • If you change the custom event you decide to use in the "Customize Custom Event" step, you'll need to click "Load More" in the Custom Event drop down. This will trigger the custom event you selected to become the most recent event.

After selecting the sample data you wish to use, click Continue.

Once we have our sample data from FullStory, it’s time to choose which app should receive the data. In this example, we’re going to choose Google Sheets. We've already set up our spreadsheet with columns that will get filled in by the Zap:

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We're going to choose Google Sheets as our Zap and Create Spreadsheet Row as our trigger:

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Zapier will then direct you to choose your Drive, Spreadsheet, and Worksheet, after which the columns from the spreadsheet will automatically be translated into Zapier fields. For each property, we'll search for the corresponding FullStory data:

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After filling in the Zapier fields with the corresponding FullStory fields, it will look something like this:

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Remember: FullStory uses test data, so the values for timestamp, the custom event properties, page URL, and FullStory session URL won't match what you see in your FullStory account.

After continuing to the next step, we'll see a preview of the data we're doing to send to Google Sheets:

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We'll click "Test & Review". When we look at our spreadsheet, we can see the test data came through:

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If successful, we can click "Done Editing" and then choose "Turn Zap On" at the next page.

Because we've been working with test data, we're going to trigger the custom event after turning it on to verify the Zap is working. After doing so, we can see the latest data in the Google Sheet:

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If you wish, you can safely delete the rows containing test data.

Multi-step Zaps and Filtering

Now that you’ve created one Zap, let’s explore a slightly more complicated use case. Say that you want to let the engineering team know about bugs that you find in FullStory sessions. You want to create a new message in Slack when a new note is created in FullStory, but you only want to do so when #bug is present in the note. 

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After selecting Note Created as our trigger, we'll choose Filter as our Zap, which will look like this:

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Because the sample data for the trigger provided by FullStory doesn't contain "#bug", the test will appear to fail. That's okay, we'll verify this later after turning on the Zap.

Next we'll add a new action, choosing Slack as our app with the "Send Channel Message" event.

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Choose a Slack channel in which to post the message and then customize the Message Text:

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Because of the test data provided by FullStory for the trigger, the resulting message will look something like this:

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After finishing editing, turn on your Zap. At this point, you'll want to make a new note with #bug" to verify the filtering is working as expected:

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Advanced Zaps

The FullStory Zapier integration unlocks a world of possibilities and it’s beyond the scope of this article to explore each one. If you’re new to Zapier, here are some of the ways you can continue customizing your workflows:

With advanced Zaps, you create nearly any workflow that you can imagine for integrating your customers' digital experience into your daily operations.

Additional Options

The FullStory Zapier integration is intended to empower business users to set up powerful workflows with little technical configuration. In the event that you need greater flexibility, there are a few additional options that you may wish to explore:

  • Built-in FullStory integrations: Keep in mind that FullStory already includes many built-in integrations, such as those for Jira, Slack, Trello, and many others. Use Zapier for integrations that don't offer built-in support or when you want to customize your workflow.
  • FullStory Webhooks with the Zapier Webhooks trigger: This is slightly more complex to set up, but opens the possibilities of being able to send multiple triggers to Zapier from FullStory under the same webhook. FullStory Webhooks also supports triggers based on native mobile crashes and segment alerts thresholds (for FullStory accounts with those features enabled).
  • FullStory Webhooks: You can connect FullStory Webhooks to any solution within your control, not just Zapier.

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